- Wow, Jamal, sick shirt.
Thanks, it's from UNIQLO.
It's actually not from UNIQLO,
but in this video, I am going to dig into
how UNIQLO tripled one revenue metric in just two weeks
by using Google AI to turn its mobile app
into an in-stores sales driver.
None of that made sense to you, don't worry,
by the end of this video, you're gonna be an expert.
Which means, that I'm gonna lay out the strategies
that you can use to increase
your own AdSense performance along the way.
What's up, it's Jamal, and welcome back to the channel.
So back in 2019, UNIQLO's Japan division
was looking to convert its most high value digital users,
people with the UNIQLO app on their smartphones,
into brick-and-mortar customers.
Well, according to a case study published
on the official Think with Google website,
the UNIQLO digital marketing team decided
to run an experiment to see if they could
use app engagement ads to trigger in-store activities.
Things like placing an online order for in-store pickup,
or opening a digital coupon
that can only be used for in-store purchases.
The goal was to possibly impact in-store revenue
and have a clear KPI that could be easily tracked.
Whenever you're planning on online campaign,
it's important to approach your intention
with that level of clarity.
So, consider that the first lesson for every marketer,
have well defined KPIs.
Working with Google's AdSense team,
UNIQLO set the experiment to run for four weeks.
The first two weeks, were focused on running
traditional app installation ads.
The kind you usually see on Google search, Android, YouTube
and the Google Play store.
This was done to establish a baseline
for performance against which the success or failure
of the newer app engagement ads would be compared.
This is another important lesson
when planning your digital ads.
You have to set performance benchmarks for any campaign.
In this case, both app install ads
and app engagement ads, had a positive effect
on in-store revenue when compared to running no ads.
The goal was to determine which ads
would have a greater effect on revenue
if factors like ad spend and creative were kept constant.
Given all the different ways ad platforms like Google
or Facebook will let you customize your targeting,
even advanced users can become overwhelmed
by trying to optimize campaigns.
Pros know that to succeed, you have to be patient
and limit the number of variables
you test with each campaign.
To further limit inconsistencies,
the UNIQLO team had to update Google's AI tools
with sales and ad distribution data every seven days,
to make sure machine learning could create and place ads,
in a way that was tailored to app users.
In other words, UNIQLO had to sync its CRM data
with Google's Ads targeting tools.
This sort of integration is crucial for any marketer
trying to use AI tools to optimize your campaigns.
'Cause AI can only be as good as the data it's fed.
It's important to sync your CRM.
Syncing your CRM is lesson four on our list.
After two weeks of running app installation ads
and another two weeks of running app engagement ads,
it became clear that when it came
to driving in-store revenue,
the app engagement ads performed much better.
Three times better, in fact.
Well that's real, real neat for the UNIQLO team,
but, now what?
Well, according to Google, by integrating it's data
with its ACs, UNIQLO could clearly visualize
how its ads influenced app users' shopping decisions.
In other words, every campaign you run has the potential
to reveal new insights about the behavior of your users.
This new intel can be valuable
in planning your next campaign,
and the one after that, and the one after that as well.
So, even though I told you to set clear ROIs
and limit your variables when planning a campaign,
once that test is done, it's good to look beyond
the specific metrics you were focused on
and see what other insights might be available.
If you need help planning, running,
or reviewing your ad campaigns,
check out HubSpot's free,
Ultimate Google Ads PPC Kit.
It even comes with a checklist to go through
every time you decide to run ads.
You can download it for free in the description.
And while you're down there, feel free to subscribe
to this channel and ring the notification bell,
so that you never miss a new video breaking down
all the ways you could be using big data
to optimize your own marketing efforts.
Now, if you'll excuse me,
I think it's only right, that I go to UNIQLO.
I'm gonna find the closest UNIQLO.
I walk the walk and I talk that UNIQLO talk.
Until then, I'll catch you next time.
- I can't find this client info.
- Have you heard of HubSpot?
HubSpot is a CRM platform.
So it shares its data across every application.
Every team can stay aligned.
No out sync spreadsheets or dueling databases.
HubSpot, grow better.